GLOBAL MARKETING: A DECISION-ORIENTED APPROACH HOLLENSEN S. Księgarnia

The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Financial Times Prentice Hall books include Marketing Management (2nd edition), published in 2010.

Table of Contents

Part 1 THE DECISION WHETHER TO INTERNATIONALIZE

1 Global marketing in the firm
2 Initiation of internationalization
3 Internationalization theories
4 Development of the firm’s international competitiveness

Part 2 DECIDING WHICH MARKETS TO ENTER

5 Global marketing research
6 The political and economic environment
7 The sociocultural environment
8 The international market selection process

Part 3 MARKET ENTRY STRATEGIES

9 Some approaches to the choice of entry mode
10 Export modes
11 Intermediate entry modes
12 Hierarchical modes
13 International sourcing decisions and the role of the sub-supplier

Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME

14 Product decisions
15 Pricing decisions and the terms of doing business
16 Distribution decisions
17 Communication decisions (promotion strategies)

Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME

18 Cross-cultural sales negotiations
19 Organization and control of the global marketing programme

800 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.